CRO is a marketing technique that focuses on maximizing the number of website visitors who take a desired action, make a purchase, fill out a contact form, sign up for a newsletter, etc.
Conversion Rate Optimization or CRO
We want the traffic that comes to our website to end up doing the desired action.
Through the implementation of analysis, testing and continuous improvement techniques and tools, the objective of the CRO , from the English “Conversion Rate Optimization” is to increase the effectiveness of a website to get visitors to perform that desired action.
This set of techniques that improves the performance of a website in relation to its conversion rate is achieving that in the case of an e-commerce, its income increases considerably and improves its results on the Internet.
CRO can help improve the design and usability of the product page, increase trust and credibility on the site, optimize the purchase and payment processes, and increase the effectiveness of advertising campaigns.
To use the CRO in an ecommerce, it is important to start with an analysis of the current site, the evaluation of the bounce rates, the duration of the sessions, the most visited pages and the most popular actions. You can then set specific goals for improvement, such as increasing the conversion rate on a specific page or reducing the number of shopping cart abandonments.
Focusing all our efforts on web optimization to improve conversion is key.
Once the objectives are established, A/B and multivariate tests can be carried out to optimize different elements of the site, such as design, content, call-to-action buttons, etc. It is important to measure the results and continue testing to continue to improve the effectiveness of the site.
The CRO may be used with Salesforce to collect and analyze data about website visitors, such as demographic information, browsing behavior, and actions taken. Using this data to personalize the content and user experience on the website, which may increase the likelihood of conversion.
CRO together with Salesforce, a pairing that can be used to help personalize the user experience and increase the probability of conversion.
Salesforce Marketing Cloud Personalization (formerly Interaction Studio), is Salesforce’s marketing automation platform that offers a variety of tools to personalize the user experience on a website. These tools are especially useful for the CRO as they can help increase the efficiency of a website and increase conversions.
One of the main features of the Marketing Cloud is rule-based personalization. This tool allows marketers to create rules to personalize content and user experience based on different factors, such as browsing behavior, geolocation, the device used, and more. This can help increase the relevance and effectiveness of your content to site visitors, which can increase conversions.
Another important feature of the Marketing Cloud is the personalization based on the user’s profile. This allows marketers to use data collected by Salesforce to personalize user content and experience based on their behavior profile and preferences. This can help increase the effectiveness of the content and the likelihood of conversion.
In summary, the Salesforce Marketing Cloud is a valuable platform for the CRO as it offers a variety of tools to personalize the user experience on a website. Rule-based personalization and user profile-based personalization are especially useful for increasing the effectiveness of your content and the likelihood of conversion.
"If you don't convert, you don't exist"
In conclusion, if you don’t convert, you don’t exist and CRO is an important technique to maximize the effectiveness of a website and get visitors to end up doing what we want them to do. In the case of an ecommerce, the CRO makes it possible for companies that sell online to increase their income, improving the design and usability of the product page, increasing trust and credibility on the site, optimizing the purchase and payment processes, and increase the effectiveness of advertising campaigns.
